EBay Marketing (Thailand), the local arm of the US-based e-commerce giant, will give its brand a fresh look in a bid to attract younger customers.
The move is to adapt to the millennial market and increase brand awareness among the younger-generation consumers, said Boonphan Boonprayoon, country manager of eBay Marketing (Thailand).
"We're on the verge of giving our brand a new look, which is expected to be completed by March 2017," he said last week after a seminar entitled "Thailand Mobile Summit 2016" organised by Bangkok Entrepreneur.
The brand update will be its biggest ever investment since its Thai debut seven years ago.
"Thailand retains its top spot for the largest number of e-commerce transactions in Asean during the past few years," said Mr Boonphan, adding that e-Bay Thailand will continue focusing on exports by small and medium-sized and individual operators.
Gems and jewellery, auto accessories and home and garden products are among the top three export products.
Mr Boonphan said 57% of eBay's total gross merchandise volume in the second quarter involved mobile device touch points, ranging from searching to purchasing.
Mobile commerce transactions accounted for US$9.5 billion of the total $21 billion gross merchandise volume.
There are 1 billion product items globally, 80% of which are new items.
"Mobile commerce is forecast to account for half of global e-commerce transaction volume by 2018, thanks to the 3.4 billion mobile broadband subscriptions worldwide," he said.
Mr Boonphan said the trend in consumer behaviour is going beyond the mobile-commerce experience to embrace seamless cross-border commerce by offering customers a seamless online shopping experience across multiple channels and smart devices that blend the online and offline worlds.
"This is why brands must go omni-channel, an approach to marketing and retail that utilises multiple communication channels to reach customers," he said.
Cross-border commerce is also gaining momentum. The international market accounts for nearly 57% of eBay Inc's sales, while 95% of its commercial sellers engage in exporting.
Mr Boonphan said e-commerce operators need to move towards the smart commerce platform through the use of artificial intelligence tools in order to simplify key information to get the right products to the right locations as well as gain a better understanding of customer preferences and behaviour.
eBay last month launched the beta version of ShopBot on Facebook Messenger, joining a number of retail brands.
ShopBot is a personalised shopping assistant intended to help people find deals among eBay's vast listings. The bot is powered by artificial intelligence, cloud computing and human judgement.